Operations
'Failing' is not an option for Fields Good Chicken
Fields Good Chicken is staying alive through the pandemic by shifting its operations model.
August 5, 2020 by Cherryh Cansler — Editor, FastCasual.com
Although Fields Good Chicken first opened just six years ago in the financial district in New York City, the healthy chicken-centric restaurant group is operating like a much more experienced brand. It's staying alive through the pandemic by shifting its operations model.
"When the pandemic hit New York City in mid-March and restaurants were required to close for dine-in service, we went through a slew of options about how to proceed," founder and CEO Field Failing told FastCasual. "We ultimately decided to keep our newest location, 12th + University, open for pick-up and delivery because we wanted to continue feeding New Yorkers nourishing and healthy meals — it felt (and still feels) vital."
The decision to centralize operations at one location allowed the chain to keep serving customers while also keeping staff employed for as long as possible. Although the pandemic forced the temporary shuttering of four Fields locations, the chain has reopened all of them. Construction, which began pre-pandemic on the chain's sixth location, is still underway with the unit set to open this fall.
"Our sales have remained consistent with projections, but it's been interesting to watch shifts in consumer behavior over the past few months," Failing said. "Before the pandemic, a large portion of our sales came from lunch foot traffic, but now our dinner sales are up 50% from pre-pandemic times."
Fields, who graduated from Cornell University in 2005 with a chemistry degree and earned his MBA in 2012, has also seen a significant increase in delivery sales and expects the trend to continue.
"We're continuing to think about ways to serve our community as things transition into the new 'normal,'" he said. "We know this will be a process so we're paying close attention to guest feedback here. For example, as we're starting to see some New Yorkers return to work, we recently pivoted our existing lunch catering menu from large format trays to individually packaged options."
Customers may order the individually packaged catering items, which start at $100 and include fan-favorite lunch items like the Good Bowl and Christina's Kale Salad alongside baked goods from Greyston Bakery, with as little as two hours notice for groups of 10 or more.
The chain also launched a platform on its website to provide guests with recipes and advice on how to reheat their leftovers, and last month created a secret menu of rotating wing sauces for "in-the-know guests," Failing said.
Inspired by FGC's staple housemade sauces, customers may place special requests for FGC's BBQ Sauce, Habanero Mango or Housemade Hot Sauce in lieu of the standard Maple Chipotle wing sauce. Chef Dan Jackson will continue to add sauces to the lineup to highlight seasonal flavors and complement the crispy wings.
Although the pandemic has been a struggle for Fields, these changes have not only kept it open but have also allowed it to offer paid sick leave and uphold its first core value: Make a Positive Impact.
"We launched a meal donation service to offer complimentary, healthy and nourishing meals to hospital workers on the frontlines — we've provided over 4,500 meals since March," Failing said. "It continues to be uncharted territory for everyone, but I'm incredibly proud of how we've faced challenges head-on with our staff and our guests top of mind. With the support of our team, we've been able to keep serving our community and doing what we love to do."
What's next?
While Failing is focused on growing in the five boroughs of NYC, he's open to expanding into the suburbs and is exploring ghost kitchens to expand delivery reach. He's not, however, interested in franchising at this time.
"We are currently developing a direct to consumer packaged chicken product so folks around the country can enjoy nourishing Fields Good Chicken recipes," he said. "Our long-term goal is to become a national brand."
His mission is to help make healthy eating mainstream by creating familiar but creative dishes that incorporate nutrient-dense ingredients.
"Our menu is anchored by chicken, an excellent lean protein source, and we leverage chicken's versatility by offering it in numerous styles, from whole roasted birds to smoked chicken wings, to creative salads and bowls," he said. "The quality of our ingredients is super important," Failing said. "All of our chicken is antibiotic-free, humanely raised and locally sourced."
Photos courtesy of Fields Good Chicken.
About Cherryh Cansler
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